European Journal of Scientific Research - EuroJournals

278 Muhammad Nawz Mahsud, Muhammad Ijaz Ahmed and Ishtiaq Ahmad Chaudhry
improving the representation of a sample by reducing the degree of sample error.” (Babbie 1992)
Selltez, Wrightsman, Cook, (1976) explain that the degree of sample population is divided into two or
more strata in stratified method. These strata may be based on a single criterion, for example,
education--Masters and Bachelors, or on a combination of two or more criteria like age, sex, income
and locations.
In the present study, this procedure generated population subgroups or stratification variables
that are to be represented in the sample. This approach adequately organized the population into
homogeneous subsets and selected various elements from each. Travers, (1978) asserts, “Major
advantage of this procedure is that it increases accuracy.” For data collection purpose the 240
respondents were stratified on the basis of education. The teaching departments were selected carefully
to assure equal representation of both Masters and Bachelors. 120 respondents from Masters and 120
from Bachelors Program were selected. The sample was further divided on the basis of gender—120
males and 120 females. The age range was further divided into two subgroups—19 to 25 years and 26
to 31 years. 12 students—6 males and 6 females—were interviewed from each discipline of the
University of Sargodha.
For collection accurate data from the target population a well-planned questionnaire was
developed in the line of lengthy discussion made with focus target groups. Constructing good survey
questions involve two basic considerations: (a) the questions must clearly communicate the desired
information to the respondents, and (b) the questions should be worded to allow accurate transmission
of respondents’ answer to research (Wimmer and Dominick, 1983). Through deep contacts with the
respondents, efforts were made to explore and estimate the effects process on three levels-cognitive,
affective, and behavior-- of the study’s homogeneous subgroups. In this way an attempt was made to
find out answers to the following major research questions:
1. Whether the users are influenced by interactive advertisements on Web on the basis of gender.
2. Whether there is any difference between natural and social sciences students’ Internet using
habits.
3. Whether interactive ads on Web influence attitude and behavior towards products available in
Pakistan.
4. Whether there is any difference between male and female users’ Internet using habits.
5. Whether the creative techniques of interactive ads are playing an important role in promoting
these ads.
6. Whether the credibility of ads is differentiated on the basis of medium that is TV, internet,
radio, print and so on.
Findings
The Internet as a new appliance of information technology has pervasive in our lives as most integral
part of culture. It is used for variety of purposes and most of the users spend reasonable amount of time
on using the Net. The results of the study that how long the users using Internet illustrate that all types
of students—overall, gender wise, natural versus social sciences, post graduates and under graduates—
are those who significantly using the Internet for the last three or less than three years. It is further
observed that somewhat users are using it for the last six years (fig. 1.1). The overall situation can be
summarized that Internet is significantly used by the students in term of time spending habits.